Three Brands Looking to Strike Olympic Gold | The Week Ahead, BoF Professional

Three Brands Looking to Strike Olympic Gold | The Week Ahead, BoF Professional

NEW BRANDS ON THE OLYMPIC STAGE The Summer Olympics open in Tokyo on July 23, after a one-year delay due to the pandemicNo fans will be permitted in Olympic venues due to Covid restrictionsTelfar, Skims and Athleta are among the brands looking to get a big boost from the games The Olympics are a gargantuan … Read more

The Art of Going Dark on Social Media | BoF Professional, News & Analysis

The Art of Going Dark on Social Media | BoF Professional, News & Analysis

Countless fashion and beauty brands push out hundreds of social media posts weekly, across Instagram, TikTok, Twitter and more. It was newsworthy, then, when a few brands went dark, ceasing to post new content or disabling their platforms altogether. Consumers and press alike wondered what to make of the move, which is no tech glitch, … Read more

Brands Face New Pressure on Labour Rights | BoF Professional, News & Analysis

Brands Face New Pressure on Labour Rights | BoF Professional, News & Analysis

When the pandemic hit, fashion’s already fragile efforts to establish better protections for garment workers collapsed. As Western markets went into lockdown last March, brands cancelled billions of dollars of orders, with many refusing to even pay for goods that had already shipped. Manufacturers in turn cut wages, laid off staff or shut down altogether. … Read more

Luxury Labels Take Brand Extension Upscale | The Week Ahead, BoF Professional

Luxury Labels Take Brand Extension Upscale | The Week Ahead, BoF Professional

THE NEW LUXURY LIFESTYLE Ferrari will hold its first-ever runway show on Sunday at the automaker’s Maranello, Italy factoryThough cars make up the vast majority of sales, Ferrari sees its future as a luxury lifestyle brandThe automaker’s owner, Exor, has built a portfolio of luxury fashion brands and is reportedly considering a tie-up with Armani … Read more

How Small Brands Get Big Media Attention | BoF Professional, News & Analysis

How Small Brands Get Big Media Attention | BoF Professional, News & Analysis

Gemma Greenhill, founder of California-based apparel label Grön Kulle says that for her brand, a mention in T Magazine, the New York Times’ dedicated style and culture publication, is “the crème de la crème” of media placements. It’s a dream held by many small or independent fashion and beauty brands hoping to capture mainstream attention. … Read more

How Brands Can Be Effective Advocates | BoF Professional, News & Analysis

How Brands Can Be Effective Advocates | BoF Professional, News & Analysis

Earlier this month, a group of nearly 40 fashion brands, advocates and fashion insiders sent a letter to the US Federal Trade Commission asking it to review the guidelines governing what can be marketed as sustainable. It’s an unusual move in an industry that has thrived on self-regulation, but fashion is getting more political. The … Read more

How to Avoid Brand Ambassador Controversy in China | China Decoded, BoF Professional

How to Avoid Brand Ambassador Controversy in China | China Decoded, BoF Professional

To many, Louis Vuitton’s decision to sign K-pop superstars BTS as global brand ambassadors earlier this year sounded as straightforward as it did potentially lucrative. Not only are they an incredibly bankable group of seven stylish, fresh-faced band members with a passionate army of young international fans; they are also wildly popular in the luxury … Read more

How Fashion Brands Are Making Remote Work Permanent | BoF Professional, News & Analysis

How Fashion Brands Are Making Remote Work Permanent | BoF Professional, News & Analysis

Before the pandemic, Tradesy’s offices were a start-up dream: a fully stocked kitchen, daily gourmet lunch, video game stations and monthly “beer demos.” Employees could watch the waves crash onto the Santa Monica beach from their ergonomic chairs or standing desks. But Tradesy exited its lease in June, and the offices were effectively dismantled, with … Read more

How Rising Designer Rui Zhou Built Her ‘Elevated Shapewear’ Brand | BoF Professional, News & Analysis

How Rising Designer Rui Zhou Built Her ‘Elevated Shapewear’ Brand | BoF Professional, News & Analysis

Rui Zhou’s pastel-coloured, curve-hugging bodysuits look like nothing else in fashion. That’s in part because of their signature cut-outs and pearl-adorned straps, and in part because Zhou — just months before the launch of her namesake brand RUI in 2019 — programmed a knitting machine to perform an obscure technique that has since become unique … Read more

How Fashion Is Targeting the Travel Rebound | BoF Professional, News & Analysis

How Fashion Is Targeting the Travel Rebound | BoF Professional, News & Analysis

After a year of cancelled trips and staying at home, travel is back. Seven in 10 Americans are eager to book a vacation, according to a recent Nielsen survey, as summer vacation commences alongside vaccination distribution. And fashion brands, anticipating a blockbuster summer travel season, are investing in vacation and swimwear and opening new stores … Read more

These Brands Broke Out in 2020. What’s Next? | BoF Professional, News & Analysis

These Brands Broke Out in 2020. What’s Next? | BoF Professional, News & Analysis

In the years prior to the pandemic, designer James Flemons’ Los Angeles-based brand Phlemuns was expanding at a steady pace. Last year, however, the business went through a growth spurt, driven by increased traffic to the brand’s direct online shop through sell-out mask sales, along with the success of its signature backless T-shirt, which now … Read more

Fashion Brands Are Betting on Streaming Ads | BoF Professional, News & Analysis

Fashion Brands Are Betting on Streaming Ads | BoF Professional, News & Analysis

Last month, CBD beauty label Lord Jones debuted its first advertising campaign, featuring a 30-second video of an Egyptian queen pretending to play dead so she can take a relaxing bath with Lord Jones products. The campaign will appear in out-of-home ads and in commercials across linear — traditional network and cable — television, but … Read more

How Brands Leverage Word-of-Mouth Marketing | BoF Professional, News & Analysis

How Brands Leverage Word-of-Mouth Marketing | BoF Professional, News & Analysis

Sarah Flint was early to the trend. In 2017, she pulled her shoe brand from retailers and lowered prices on her website. For a while, the brand relied on solely on organic word-of-mouth and lucky mentions from celebrities and influencers. She saw the impact word-of-mouth was, and decided to find a way to take ownership … Read more

African Entrepreneurs Are Banking on ‘A-Beauty’ | BoF Professional, News & Analysis

African Entrepreneurs Are Banking on ‘A-Beauty’ | BoF Professional, News & Analysis

African beauty doesn’t stop with shea butter, says Linda Gieskes-Mwamba. The beauty entrepreneur who was born in the Democratic Republic of Congo and raised between Brussels and Johannesburg has always been a fan of the fat extracted from the nut of the African shea tree. Growing up in a part of Central Africa where it … Read more